Zee and L’Oreal Paris roll out regional branded content campaign for Glycolic Gloss range

New Delhi: Zee Entertainment Enterprises has partnered with L’Oréal Paris for a branded content and influencer-led campaign to push the Glycolic Gloss range across Hindi, Marathi, Tamil and Bangla markets.

The work spans four short brand films featuring Zee’s “Dilfluencers” from Zee TV, Zee Marathi, Zee Bangla and Zee Tamil, along with contextual integrations inside fiction shows running through January and February 2026. 

The campaign is being distributed across Zee’s linear channels and Zee5.

The creative route leans on a common influencer marketing lever: third-party validation. Instead of straight product claims, the films and in-show moments are designed to show “visible results” through familiar, regional faces and everyday story settings, aligning with how beauty brands are increasingly using content ecosystems to build credibility and cut through ad fatigue.

Zee’s Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital, said, “Brands today are looking for partners who can deliver not just reach, but relevance and trust. The fact that L'Oréal Paris has chosen to deepen its association with us is a testament to the tangible business impact we drive through our content. By leveraging our regional Dilfluencers, celebrities who are deeply embedded in the hearts of their audiences we have helped transform the ‘Gloss ki Guarantee’ claim into a visible, validated experience. This campaign reflects our ability to seamlessly integrate brands into authentic storytelling across multiple languages and platforms, creating impact that audiences don't just see, but believe and act upon. It's a testament to how entertainment-led brand building drives both cultural resonance and business results.”

L’Oréal Paris India General Manager Dario Zizzi said, “L’Oréal Paris Hair Care is dedicated to celebrating the diverse beauty of the 'Many Indias.' We recognise that to truly connect with our consumers, we must move beyond a 'one size fits all' approach and engage in an authentic and personal way. This is why we have renewed our partnership with ‘Z’. Their unique ecosystem allows us to speak to our audience in their native languages, whether it’s Hindi, Marathi, Tamil, or Bangla, through the voices that stand for our values of innovation and female empowerment. By integrating the Glycolic Gloss range into the regional storytelling of Zee’s 'Dilfluencers', we are ensuring that our 'Gloss Ki Guarantee' can become a culturally relevant promise that resonates with the lived experiences of women across the country.”

WPP Media’s Shekhar Banerjee, President, Client Solutions, South Asia, said, “This partnership demonstrates the power of modern media thinking, where scale, context, and credibility work in unison. At WPP Media, we focused on designing a platform-first, integration-led solution that maximised both reach and attention. By aligning L’Oréal Paris with ‘Z’s premium content ecosystems and trusted talent, we delivered a campaign that drives impact beyond visibility and into sustained brand trust.”

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